"failure #4: tolerating mediocrity" gives me hope for the future of the animal books. i never understood why tim tolerated books - in the quality range from mediocre to bad to scam (i.e.: http://goo.gl/XrZs3c) - which only sold because his name is on the cover, thus hurting his reputation and nullifying all his "... create more value than you can capture" talks. but well, if this essay is not only marketing (it certainly sounds a little bit like it) then there might still be some hope for the animal books. i own these books my career so i certainly hope they can turn this around.